Australian Kids Haircare Brand Mimi Launches in the U.S.

Mimi Haircare, an Australian kids’ haircare brand, is launching in the United States with the simple idea that kids’ haircare should be built for kids.

Most haircare formulas marketed to children are designed around adult hair biology. Children don’t produce excess oil before puberty, yet most kids’ shampoos are formulated to strip it. 

Emma Mackenzie, Founder and CEO of Mimi, said,

“When I became a mom, I realized there wasn’t a single product on the market that actually worked for kids. Everything was either too harsh or not effective enough and the experience itself made haircare one of the most stressful parts of the day. I didn’t just want to create better products. I wanted to make that moment easier for both parents and kids.”

Mimi was created to address both the formulation gap and the experience itself. Designed specifically for children’s hair and scalp, the brand features plant-based, sulfate-free formulas paired with a simple, three-step system. 

Products are designed to Clean, Treat, and Style for the way kids live and behave.

The launch assortment includes:

• Essentials Bundle: a complete everyday routine featuring MIMI’s core wash, detangling, and tool essentials to make mornings smoother and brushing easier
• Starter Bundle: a simplified, beginner-friendly set designed to help families build a consistent haircare routine from the start
• Curly Kids Bundle: a moisture-focused routine that helps define curls, reduce frizz, and support natural texture 
• Styler Bundle: a styling-focused kit designed for sleek buns, ponytails, and performance-ready looks 
• Big Little (Stock-Up) Bundle: a value-driven set with multiples of everyday essentials and travel sizes for on-the-go use 
• Mega Bundle: the most complete offering, combining full-size products, tools, and travel minis for a full routine at home and beyond

The routine aims to help reduce friction, maintain the natural balance of the hair, and make daily care more manageable for children and parents. 

Over time, the system also encourages children to take a more active role in their routine, building consistency, independence, and confidence.

Read Next

Pantene Introduces Sunkiss Glow in Gold Packaging

Dove’s New Haircare Line Protects Hair from UV Damage